Every determined webmaster and search engine optimizer is always on the lookout for newly published articles and old gems discussing search engine optimization and other related topics.
Additional knowledge is always a good thing, especially since being in the online business is an everlasting learning experience. Rules and dynamics change so fast, yet there are always certain principles that will remain the same.
These principles are what freelancers and webmasters need to know about. No SEO company, no matter how reputable is, can ever claim to know everything about the business though, which is why it is important to be constantly on the alert for news and recommendations from search engine optimization experts.
On the other hand, we have to acknowledge the reality that what works for one doesn’t necessarily work the same way for all others. This is why you may have found yourself doing precisely what the experts said but still didn’t get the results they promised.
Don’t get discouraged or immediately think the advice is so much garbage; after all, there are so many factors that contribute to the success or failure of a website. You never know, your other activities may have tipped the scales in favor of the latter.
So here are some points that are frequently discussed by search engine optimization experts today, and things you can do if ever their recommendations don’t produce the same results for your website.
Ever since Google updated its algorithm and started penalizing websites with obvious web spamming strategies and excessive linking, many have started donning the famed white hat and cleaned up their act, removed spam links, and kept only high-quality links.
Search engine optimization articles published in recent months have recommended that webmasters go back to the honest methods of link building: write excellent articles, publish them in your website, and allow other websites to recommend your work to their readers. There’s a very high chance that authority websites will even link back to you.
Now here’s the problem: it usually takes too long for this simple strategy to work and give you the ratings boost you’re aiming for.
What you can do: Continue producing very good content and letting it become a magnet for new audiences and link builders.
Better yet, do some content marketing strategies and clean up your link profile. Remember, where backlinks are concerned, quality is always more important than quantity.
On White Hat vs. Black Hat
We all know what Google considers to be acceptable search engine optimization and link building strategies, and which aren’t. At present though, it’s so easy to blur the lines between white hat and black hat; plus there’s the fact that Google has inadvertently penalized numerous websites that have always stuck with honest, by-the-rulebook SEO strategies.
Photo Credit: anniehp
What you can do: Stop defining what’s white because you’ll be limited to those strategies.
Identify instead what Google considers to be black hat practices (ex: spamming, link buying, link schemes and other forms of page rank manipulation, keyword-stuffed articles, creating doorway pages, among others) and DO NOT DO THEM.
Google is very sensitive to these activities now more than ever. You can experiment with strategies, even get a little close to that line, but don’t cross it. You might be able to get away with it at the beginning, but once Google rolls out another update, your website could totally be a casualty.
On Search Engine Optimization Tools
There are so many tools on the Web that you can use. Many of them are free, and there are for-sale versions that are supposed to be very good helpers in your SEO work.
While there are indeed free and for sale tools that are truly excellent at keyword relevancy and research, extracting website data, and presenting website statistics that are easy to understand, there’s no rule that says you have to try out each and every one of them.
What you can do: Find a few tools that you are comfortable with and can provide you with the functions, features and information that you need for your own search engine optimization work. You’d be better off using a few tools and maximizing their features than doing a musical chair dance with so many of them.
It’s Not Always the Panda’s or Penguin’s Fault
The problem with most webmasters today is that they are so ready to point fingers at Google’s pets, they can’t see that for every finger pointed, four more point back to them.
Because really, is it Google’s fault that your website plummeted down the rankings because its content is so poor? Or because you were always doing link spamming?
When Google gave website guidelines for webmasters and specifically told them not to pull white bunnies out of their black hats, their message was clear: don’t cheat. Still, many search engine optimizations manipulated the algorithm left and right without bothering to at least justify their actions by producing an excellent website.
Well now, it appears that this cat-and-mouse game is almost over. Google is already finding effective ways to put a stop to page rank manipulations. Search engine optimization companies will have to tell clients that strategies which used to work before no longer have the same effect today and that if such practices will be pursued, their websites will probably suffer all the more.
What you can do: Just do things honestly and according to the Webmaster’s Guidelines. Create a great website with top-notch content so that other authority sites will readily recommend your articles to their readers. This way, you get plus points for having very good articles and high-quality links.
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